國立中山大學 110學年度第1學期 課程教學大綱

National Sun Yat-sen University 110Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

行銷專題研討(二)

課號
Course Code

BM426

英文名稱
Course name(English)

SEMINAR IN MARKETING MANAGEMENT (II)

課程類別
Type of the course

研討類

必選修
Required/Selected

必修

系所
Dept./faculty

企業管理學系

授課教師
Instructor

佘健源    

學分
Credit

2

因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習,得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程,經評估無法採遠距課程教學,後續復課後密集補課

★遠距教學軟體操作說明連結

因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

        
1.Group Projects100%

課程大綱 Course syllabus

         本課程教學大綱已提供完整英文資訊(本選項僅供統計使用,未提供完整英文資訊者,得免勾記)【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

This course is the second part of a one-year training. In this training, through completing a data science project, we will let you know how to use data science to get an insight to markets. We will extensively collect and clean lots of on-line and off-line data, and find possible correlations among variables. Then, you have to combine your business background knowledge with these finding of correlations, and get your own insights on markets or evaluate effects of different marketing strategies. Through completing this project, we will also let you know the idea of evidence-based management.
In the first part of this one-year training, we have provided you a basic training about coding (R), statistical analysis software (STATA), and an introduction of geographic information system (for handling spatial data). Moreover, to let you be able to correctly understand or explain the relationship among variables, we have also taught you basic knowledge regarding statistical inference and regressions, and also some advanced regression methods, such as instrumental variable regression, quantile regression, and survival analysis. Therefore, in this course, based on this training, you will keep working on your data science project, and in the end of this semester, you should compose a market analysis report, which provides an insight based on the data you collect. If your group uses private data from a specific company, we will also invite managers from these companies in your final presentation.
Moreover, because you need knowledge regarding statistical inference and regressions, and also some coding and computer skills, if you do not have skills and knowledge mentioned above, and are not working with students taking Seminar in Marketing Management I in a data science project, I do not recommend you to take this course.


課程目標 Objectives

         1. Understand the idea of evidence-based management.
2. Know how to use data science methods to get market insights and evaluate the effects of different marketing strategies.
3. Through exploring data about real business worlds, you can verify and enhance your business background knowledge.


授課方式 Teaching methods

         1. Lecture, discussion and data science projects
2. For distance learning in the first week, we will use Google Classroom. If you already have an account of "@g-mail.nsysu.edu.tw", the course code is "uh6lkqj". You can also access this course through Google Meet by the link below: https://meet.google.com/lookup/gwudpmt3qq (為因應疫情,本課程第一周將採用 Google Classroom 遠距教學。若你已有"@g-mail.nsysu.edu.tw"帳號,則你可用課程代碼"uh6lkqj"加入本課程;你亦可使用Google Meet,透過以下連結加入第一週課程: https://meet.google.com/lookup/gwudpmt3qq )。
3. Because using the suggested method above, Google Classroom, will cause some unpredicted problems, the meeting link is updated as below: meet.google.com/nry-zgit-syr .(因為使用學校所建議的 Google Classroom 平台會產生一些意料之外的問題,所以第一週遠距教學的連結已更新為: meet.google.com/nry-zgit-syr)。

評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

        
1.Class Participation and Discussion30%
2.Group Projects70%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念,不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

         According to your projects, we will give you different books/papers/documents.


每週課程內容及預計進度 Weekly scheduled progress

        
週次日期授課內容及主題
WeekDateContent and topic
12021/09/19~2021/09/25Introduction
22021/09/26~2021/10/02Guidelines for writing an academic thesis
32021/10/03~2021/10/09Guidelines for writing an academic thesis
42021/10/10~2021/10/16Seminar: Presentation of PhD Students
52021/10/17~2021/10/23Seminar: Presentation of MA Students
62021/10/24~2021/10/30Seminar: Presentation of MA Students
72021/10/31~2021/11/06Seminar: Presentation of MA Students
82021/11/07~2021/11/13Midterm; Meeting Suspended
92021/11/14~2021/11/20Seminar: Presentation of Undergraduate Students
102021/11/21~2021/11/27Seminar: Presentation of Undergraduate Students
112021/11/28~2021/12/04Seminar: Presentation of PhD Students
122021/12/05~2021/12/11Seminar: Presentation of MA Students
132021/12/12~2021/12/18Seminar: Presentation of MA Students
142021/12/19~2021/12/25Seminar: Presentation of MA Students
152021/12/26~2022/01/01Comprehensive discussion
162022/01/02~2022/01/08Comprehensive discussion
172022/01/09~2022/01/15
182022/01/16~2022/01/22

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期三1000-1200
地點 Office/Laboratory:CM4067
時段2 Time period 2:
時間 Time:星期四1400-1600
地點 Office/Laboratory:CM4067

系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university

        
系所學生專業能力/全校學生基本素養與核心能力
basic disciplines and core capabilities of the department and the university
課堂活動與評量方式
Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.
紙筆考試或測驗 Test.
課堂討論︵含個案討論︶ Group discussion (case analysis).個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.個人口頭報告 Indivisual oral presentation.群組口頭報告 Group oral presentation.課程規劃之校外參訪及實習 Off-campus visit and intership.證照/檢定 License.參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1.基礎的管理知識(general knowledge of business management) 1. General knowledge of business management. V V V V   V
2.溝通能力與團隊合作(Communication ability and team cooperation) 2. Communication ability and team cooperation.           
3.問題解決能力(Ability of problem solution) 3. Ability of problem solution.V V V V   V
4.倫理觀與社會責任實踐(Ethics and social responsibilities) 4. Ethics and social responsibilities.           
5.國際觀(Global perspective)? 5. Global perspective.            
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skillsV V V V   V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV V V V   V
3.終身學習能力。 3. Lifelong learningV V V V   V
4.倫理與社會責任。 4. Ethnics and social responsibility           
5.美感品味。 5. Aesthetic appreciation           
6.創造力。 6. Creativity           
7.全球視野。 7. Global perspective           
8.合作與領導能力。 8. Team work and leadership           
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature            

本課程與SDGs相關項目:The course relates to SDGs items:

        
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

本課程校外實習資訊: This course is relevant to internship:

         本課程無註記包含校外實習

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